Thread by @ol_nikulina

#Marketing scholars! Marketing research priorities for 2022-2024 are out 👇 Simplified version with examples of research questions below:

#AcademicTwitter #AcademicChatter #OpenScience #phdvoice #phdchat #phdforum #research #researchers

1⃣ Data challenges: new privacy regulations, no access to third-party cookies, and new post-covid advertising models

Some research questions to look at:

• What business models can help companies adapt to changing privacy policies?
• What available data (e.g., search data) should firms use to improve targeting?
• Can firms optimally combine pre and post covid advertising models?

2⃣ Measuring how customers are affected by firms' actions: metrics of ROI in analytics, short-term analytics brand measurement, and customer attention, engagement, and experience

Some research questions to look at:

• Do ROI metrics remain valid over time?
• How can firms balance short-term analytics and long-term budgeting?
• How can brand measurement capture its socially-constructed nature?
• Can we reliably measure customer experience?

3⃣ Long-term changes in firm-customer interaction: changing demand due to changing work and life patterns, and intra-firm processes

Some research questions to look at:

• How will technology (e.g., AI, chatbots) change service delivery? What new markets will telework create?
• How will remote work affect the quality of firm innovation processes?

4⃣ Inflation and supply chain disruption: coping with inflation and the effect of changing supply chains

Some research questions to look at:

• How will consumers' spending and brand preference change because of inflation?
• How will supply chain disruptions change the power of brands?

5⃣ Stakeholder > shareholder: healthcare pricing, telemedicine, responsible production and consumption, ESG role in marketing budget, corporate sociopolitical activism, diversity and inclusion, SDG-consistent growth

Some research questions to look at:

• Which pricing models can ensure improved healthcare access?
• Can telemedicine reduce health disparities (e.g., urban and rural communities)?
• How can firms facilitate the adoption of bio-engineered foods? ⬇️

• How will calls for CSR affect marketing budget allocation?
• Can a brand retain customers whose sociopolitical issues do not correspond to those of the brand?
• What is the role of employee groups in promoting corporate sociopolitical activism? ⬇️

• How can firms develop profitable new products for under-represented consumer segments?
• How can firms profitably advance SDGs?

6⃣ Anticipating regulatory changes: privacy policies & competition, consumer perception of privacy, willingness to share data, regulatory barriers to healthcare innovations

Some research questions to look at:

• How will cookie deprecation affect competition?
• How will targeting change with the first-person data?
• How can firms encourage consumers to share data?
• Can patients “own” their medical records and share them with select providers?

7⃣ Marketing contribution to firms' success: organizational structure & marketing, customer vs. brand value

Some research questions to look at:

• Will the rise of computer science applications decrease the strategic importance of marketing to the firm?
• What Customer Value metrics allow firms to properly evaluate different kinds of marketing programs?

Already got a new research idea? 📚 The full version of the document is here: msi.org